EXPLORING THE SUCCESS FACTORS OF E-CRM IMPLEMENTATION ON B2C E-COMMERCE: SATISFACTION AND LOYALTY A CONCEPTUAL FRAMEWORK

Abstract

E-CRM has an important role in addressing the challenges that exist in the e-commerce industry and certainly affect the success of e-commerce. One measure of the success of e-commerce is the customer satisfaction. The purpose of this study was to determine the factors that influence the achievement of satisfaction of existing customers in the industry e-commerce, Business to Consumer (B2C) in particular, so customer will be loyal. The researchers used meta-analysis to integrate the findings of previous studies. The meta-analysis method used is sourced from 25 journals previous studies from 2006 to 2016. Based on the literature review, authors create a research model on these factors. The factors namely access to information, service, security and trust that significantly affect the achievement of customer satisfaction. The achievement of customer satisfaction will be improved the customer loyalty then will be impact on increased sales and profits of the company. The researches then discuss the findings of the integrated framework leading to theoretical and practical with implications for implementation in Indonesia and reviews directions for future research. In addition, researchers also suggested the e-commerce industry in Indonesia to implement the E-CRM strategy.

Keywords: E-CRM, B2C E-commerce, Customer Behavior, Customer Satisfaction, Loyalty.